Training Manager (Sales & Product)

CHERY CORPORATE MALAYSIA SDN. BHD.; Kuala Lumpur; Hybrid; MYR 80,000 - 120,000; Full time

Job summary

CHERY MALAYSIA is seeking a Training Lead to develop and deliver comprehensive Sales & Product Training across the dealer network. You will shape annual training plans, perform needs analyses, and design programs to strengthen Sales Consultant competency, product knowledge, and sales performance.

You will also oversee certification, field coaching, and Train-the-Trainer initiatives. Qualifications include a degree/diploma in automotive or related fields, plus 5+ years in automotive sales

Qualifications

• Strong presentation and facilitation skills for training delivery.
• Excellent coaching and communication abilities across dealer networks.
• Ability to engage and motivate Sales Consultants and trainers.

Responsibilities

• Develop annual Sales & Product Training Plans aligned with business objectives.
• Conduct Training Needs Analysis (TNA) based on dealer performance gaps.
• Develop and deliver training programs for Sales Consultants and new vehicle models.
• Monitor training effectiveness and recommend improvements.
• Deliver training on sales skills including prospecting, presentation, negotiation and follow-up.
• Support model launches through product training and certification.
• Conduct regular dealer training, field coaching, and assessments.
• Establish dealer training standards and a Certification Program.
• Develop training content such as decks, modules, guides, and digital learning.

Skills

Presentation skills

Facilitation

Coaching

Communication

Education

Degree/Diploma in automotive or related fields

Job description

Responsible for developing and delivering sales and product training programs across the dealer network to strengthen Sales Consultant competency, product knowledge, and sales performance. The role also oversees certification, field coaching, training content, and Train-the-Trainer programs.

Key Responsibilities

1. Sales & Product Training Strategy

Develop annual Sales & Product Training Plans aligned with business and sales objectives.

Conduct Training Needs Analysis (TNA) based on dealer performance and competency gaps.

Develop and deliver structured training programs for new and existing Sales Consultants.

Monitor training effectiveness and recommend improvements.

Develop and conduct training for new and existing vehicle models, including product features, USPs, EV/NEV technology, positioning, and competitor comparison.

Deliver sales skills training covering the customer journey, including prospecting, needs analysis, product presentation, test drives, objection handling, negotiation, closing, and follow-up.

Support new model launches through product training and certification.

3. Dealer Training & Coaching

Conduct regular training, on-the-job coaching, and field assessments at dealer outlets nationwide.

Identify Sales Consultant competency gaps and provide targeted coaching.

Work closely with Regional Sales Managers and dealer management to improve sales capabilities.

Establish and maintain dealer training and competency standards.

Develop and implement a standardized Sales Consultant Certification Program.

Conduct product knowledge and sales competency assessments.

Monitor certification status and competency progression across the dealer network.

5. Training Content Development

Develop and maintain product training decks, sales modules, product comparison guides, sales scripts, objection-handling guides, competitor battle cards, and digital learning materials.

Continuously update training content based on product changes, market feedback, and competitor developments.

6. Train-the-Trainer

Develop and conduct Train-the-Trainer (TTT) programs for dealer trainers.

Build and maintain a network of qualified dealer trainers.

Ensure consistent training standards and delivery across the dealer network.

Job Requirements

Degree/Diploma in Automotive, Business Management, Marketing, Education, HR, or related fields.

Professional training/coaching certification is an advantage.

Minimum 5 years of relevant experience in automotive sales, product training, sales training, dealer development, or aftersales training.

Experience with an automotive principal/OEM and dealer network is highly preferred.

EV/NEV experience is an advantage.

Strong presentation, facilitation, coaching, and communication skills.

Good understanding of automotive products, sales processes, and dealer operations.

Strong stakeholder management and problem-solving skills.

Willingness to travel nationwide for dealer training and field coaching.

Chery Malaysia is the official distributor of Chery vehicles in Malaysia and part of the global Chery Automobile Group, a leading international automotive brand with operations in over 80 countries. Built on strong engineering capabilities, innovation, and quality, we are committed to delivering reliable, advanced mobility solutions and exceptional customer experiences. As we continue our nationwide expansion, we offer a dynamic and rewarding environment for professionals who are driven to grow, contribute, and be part of shaping the future of mobility in Malaysia, supported by strong leadership, continuous learning, and long-term career opportunities.

Chery Malaysia is the official distributor of Chery vehicles in Malaysia and part of the global Chery Automobile Group, a leading international automotive brand with operations in over 80 countries. Built on strong engineering capabilities, innovation, and quality, we are committed to delivering reliable, advanced mobility solutions and exceptional customer experiences. As we continue our nationwide expansion, we offer a dynamic and rewarding environment for professionals who are driven to grow, contribute, and be part of shaping the future of mobility in Malaysia, supported by strong leadership, continuous learning, and long-term career opportunities.